Complete the information

Exercise 8 In pairs, write an advertisement for a product or service. Decide on your target market and how to make your product sound attractive. Using the information in your advertisements, try to persuade classmates to buy your product or service. Use the language suggestions below.

Exercise 9 You are in charge of starting a new ad campaign to promote Soyatastic, a new soya-based drink. Use the notes and the phrases below to explain to an ad agency what you want.

Soyatastic

doing well in organic grocery stores

people at conventional grocery stores think drink is boring, plain introducing four new flavours (raspberry, blood orange, mango,

blueberry)

most important taste

also healthy, large sizes are good value for money

USEFUL PHRASES

§ Discussing an ad campaign

§ Typically, our products have appealed to ...

§ We have a high market share among teenagers / 18-25-year-old men.

§ We want to appeal to a younger / older audience.

§ Our (name of product) is very well known, but we want to raise the profile of our ...

§ It’s important for us to reinforce our brand’s positive image / to change perceptions of our product.

§ We’d like to rebrand our product / to change our image / to create a new image.

Exercise 10 How do you think advertisements vary between countries? Read the opinions below. Do any of them surprise you?

A. I can tell the difference between a German ad and a British one immediately. I find German advertising very direct, whereas British advertising tends to be much more subtle. You know, a British ad for a chocolate bar might be all about something that has nothing to do with chocolate, but which somehow manages to evoke the idea of self-indulgence: a woman in a bath, for example. A German ad for a chocolate bar will always have a chocolate bar in it.

B.Henry Ford said that a car can be any colour as long as it’s black, and I feel the same way about advertising. A really good ad campaign will work across cultures and appeal to basic human needs – the only thing you need to change is the language.

С. I was in Japan a few years ago and was shocked to see how many famous Hollywood stars were advertising everyday products like cars and bath soap. They’d never do ads like that in the US because it would harm their reputation here. I’m not sure why it’s OK to do it in Asia, though. But a friend from Kyoto visited me recently, and she mentioned that these days, Japanese companies prefer to use Japanese actors in their ads. Apparently the West is losing its appeal!

D. Sure, something like fancy French perfume can be marketed in a similar way around the world: the only thing that changes is how sexy the ad is allowed to be!

E. But the ad campaigns for our wines are completely different in, say, the US and France. Our American ads show a couple drinking wine in a very exclusive restaurant; it’s clearly a special occasion. And our French ads show a group of adults, obviously old friends, having a casual meal at home. The product is the same, but the ‘packaging’ is completely different.

Which opinion refers to:

universal advertising? a change in status of foreign stars? differences in advertising styles? a product that has a different status in different cultures?

Is it important to adapt advertising for different cultures? What differences in advertising have you noticed when travelling abroad?

Exercise 11 Write an advert for this running shoe, based on this information sheet. Try using the approach suggested underneath.

Information sheet

1. Target market Who do you want to sell these running shoes to? Think of at least five things about the kind of person who will buy them.

(e.g. Age? Sex? Income? Social class? Interests?)

2. Image Now decide what kind of image you want to give to the shoes. Choose two adjectives to describe it and then think of a picture and a headline which will communicate this image immediately.

3. Create a need Think of the needs that this shoe will meet. Begin the advert with questions like:

Have you ever wanted ...? Are you looking for ...? Have you ever tried ...?

4. Features and benefits Here are five benefits of these running shoes. Match the benefits to the features listed in the information sheet.

Your feet stay dry in wet weather. Your feet won’t smell.

You will look very fashionable. They are very comfortable.

You won’t injure your ankles.

Now write a few sentences about the features and benefits of these shoes. You could use linking phrases like these:

FEATURE means that... - BENEFIT

FEATURE makes sure that ... - BENEFIT

FEATURE helps you to... - BENEFIT

5. The call to action End your advert by asking the reader to take some action. Here are a few ideas:

For more information, write to this address...

Visit your local sports shop today.

Buy them now, before it’s too late.

Exercise 12 a) In small groups, say which of the media in the box you would use to advertise the products and services below. You can only choose one medium for each product. Give reasons for your choices.

Model: If I wanted to advertise an expensive ring, I’d put it on the Internet.

TV commercials ▪ radio spots ▪ newspapers ▪ magazines ▪ billboards

the Internet ▪ leaflets ▪ sides of buses / taxis ▪ telephone calls

An expensive ring, a new range of computers, raising money for a charity, a lost wallet, an unwanted new mobile phone, financial advice, a request for information about a crime, a household item, e.g. a carpet, a valuable antique chair.

b) Choose one of the products / services from above and write a brief description of how you would advertise it. Include a slogan if necessary.

Exercise 13 Read the text.Is it worth believing advertisements or not? Do you agree that advertisements have such an impact on people? Think and present your own examples of how advertising influence people and you personally.

Date: 2015-12-24; view: 1955